F1 Champion Jenson Button’s Whisky Brand Revs Up Limited-Edition Scotch In Partnership with Williams Racing

(Photo: Coachbuilt Whisky)

British Formula 1 racer Jenson Button has inked a partnership with Williams Racing — his inaugural team — to promote his Coachbuilt Whisky brand, which debuted in 2022.

Commemorating the partnership, Coachbuilt will release a set of special edition whiskies that pay homage to the F1 team and car manufacturer. Coachbuilt is a blended Scotch that combines spirits from Speyside, Highland, Islay, Campbeltown and Lowlands (all of Scotland’s Scotch-producing regions) before finishing in ex-sherry casks.

For Button, the partnership is a drive down memory lane.

Button first signed on with Williams Racing back in 2000, beginning a decades-long career that saw him crowned the Driver’s Champion in 2009 and Super GT series champion in 2018 under separate teams. All these years later, he’s raising a glass to his roots.

“To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn’t be prouder,” Button said in a news release. “To work with a team so rich in heritage and one that has so many milestone moments means so much and we’re excited to embark on a partnership which will see us create liquids to honor some of the most special moments in Williams Racing’s history.”

Button is a brand ambassador for Williams Racing.

Though spirits brands like Jack Daniel’s and Patron have been known to sponsor F1 teams, racers themselves haven’t been too quick to cash in on the celebrity-backed alcohol craze. Over the past few years, however, the tides have begun to change.

Last May, Finish F1 driver Valtteri Bottas teamed up with Olympic cyclist Tiffany Cromwell for the launch of O/\TH Gin, a New Western-style spirit distilled from oats and apples. Months later, Bottas’ former Mercedes teammate Lewis Hamilton launched his own brand, Almave, a non-alcoholic tequila alternative made with Blue Weber agave.

On the whisky side of the market, we’ve seen British racer David Coulthard launch a pair of limited-edition single malts in collaboration with Highland Park. Within the F1 category, Button is among very few who founded a whisky brand from the ground up.

“We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honor the legacy of Williams Racing,” Paul Asencio, Chief Revenue Officer of Williams Racing said. “Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand Ambassador Jenson Button.”

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